As an investor conference earlier this month OUTFRONT’s Jeremy Male identified sports betting as a high growth area for out of home. Billboard Insider talked to Intersection CRO Michael Rosen to get his thoughts on sports betting and out of home.
What types of OOH are of most interest to the sports betting services (e.g. big screen vs small screen, location of screen…)
We’ve seen sports betting companies run with digital ad campaigns on digital kiosks, and in some cases, full station dominations.
Location matters! Many brands are activating in transit stations that are key to the sports audience journey, with proximity to major sports stadiums and arenas. Further, many of these partnerships are increasingly long-term, multi-year programs.
Which sports betting companies have been most active at embracing OOH?
BetMGM has been a great partner and is actively embracing OOH.
What can other brands learn from sports betting companies’ use of OOH?
Many of the spaces you’d first think about reaching sports fans (e.g. broadcast tv, radio, the biggest sports websites) are dominated by one to two key players with exclusive category sponsorships. In this growing space, sports betting brands can reach their audiences at scale near where they live and work— using digital and traditional media to make a big impact. Brands can also leverage location based OOH, close to stadiums and arenas, reaching fans in the moment on the journey to game day. This can ultimately create a powerful, real-world association of the brand with their favorite sports teams.
